Mobile couponing will drive doubling of e-coupon use by 2019

Mobile couponing will drive a doubling of electronic coupon (e-coupon) use over the next three years, rising from 16 billion e-coupons redeemed in 2014 to 31 billion in 2019, predicts market research firm Juniper Research.

The increase in e-coupon use will come primarily through in-store, barcode-based redemptions using smartphones and online redemption. Print-at-home coupons, by contrast, will show little growth over the next three years, says Juniper.

"Coupons should offer discounts on products that a consumer might be interested in purchasing, rather than those purchased on a regular basis: otherwise, coupon redemption represents a loss to the brand or retailer," explains Juniper analyst Windsor Holden.

Couponing platform integration with social media sites provides "significant opportunity" for the delivery of targeted offerings, explains Juniper.

Unfortunately, lack of scanning infrastructure at retailers' point-of-sale remains a key hurdle to adoption of e-couponing.

Also, high-profile data thefts could reduce enthusiasm for store loyalty cards and reduce opportunity for targeted couponing.

Juniper's forecast jives with one made earlier this year by eMarketer, which predicts that mobile coupon users will jump from half of adult digital coupon users in 2013 to 83 percent in 2016.

Of mobile coupon users, tablet users will be more likely to redeem a coupon than smartphone users this year, 80.2 percent versus 75.4 percent, respectively, according to eMarketer.

For more:
- see Juniper's release
- check out eMarketer's forecast

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